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You’ve been blogging for years, but traffic growth is slow and leads are flat. But your Analytics are telling you what to do next. Here’s how to listen. This session covers blog optimization for experienced bloggers, including the tactics for traffic and conversions using social media, email marketing and search optimization. Learn specific actions using Analytics and research to improve lead generation. Key Takeaways Include: How to get more value from the same audience Advanced Analytics for faster list grown and higher rankings Tips for deeper engagement and collaboration Find topics that connect, share content with a targeted audience Recommended for professionals with 2-5 years of experience in lead generation and content marketing.
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Andy Crestodina@crestodina
orbitmedia.com/blog
Advanced Blogging:Analytics, Optimization & Outreach
The big content questions…
1. What topics?2. Target which keyphrases?3. Which formats?4. Who to collaborate with?5. Published where?
Bloggersv.
Great Bloggers
CENTRAL HUBMain topic, business category
RELATED SUB-TOPICSAnswers to the main questions, “how to” articles
SUPPORTIVE BASEBroad range of helpful, related topics
Topics
Thank you, Ubersuggest!
Topics and Focal Distance
Topics and Focal Distance
Why do Dogs Bark at Night?
Hotels and Dogs: A Canine Guest Guide to
Staying
10 Travel Tips for Dogs
Puppy Training: 5 Best Practices for
a Good Boy!
5 Dog Training Mistakes That Will
Get You Bit
Your Outbox is filled with blog posts…
The Report of Broken Dreams
How is your website unsatisfying?
Percent Content Consumption
source: Avinash Kaushik
Find Your Conversion ChampionsWhat’s your mostcompelling stuff?
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/
Subscribers per blog post…
Pageviews per blog post…
…well hello, champions!
Subscribers per page view per blog post
Let’s watch that in slo-mo…
Put On YourTraffic DrivingGloves!
• Put it into heavy rotation on the social streams• Add it to your home page slideshow• Link to it from your email signature• Run an ad using PPC, Facebook, etc.• Write a guest post. Link back to the page• Include it in a roundup of your best posts• Link to it from other high traffic pages
PRIMARY KEYPHRASEHome page targets the most competitive phrase
SECONDARY KEYPHRASESproduct categories, services pages
TERTIARY KEYPHRASESPhrases related to the problem, not the solution
Keyphrases
PRIMARY KEYPHRASEHome page targets the most competitive phrase
SECONDARY KEYPHRASESproduct categories, services pages
TERTIARY KEYPHRASESPhrases related to the problem, not the solution
Keyphrases
$$?
Find Your Traffic Champions
Which pages are pulling in visitors?
Top content…
Find your traffic champions
The Spike and the Long Tail
Initial spike from email marketing and social promotion(one week)
20 to 40 visits per dayfrom organic search(months or years)
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
Posts that rank high on page two…
Posts that rank high on page two!
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
1. View: Search Engine Optimization > Queries
2. Set Advanced Filter: “Average Position” greater than 10
3. Sort by “Average Position”
4. Confirm the rank and the post by searching for the phrase
Finding posts with ranking potential
Indicate the Relevance
It’s called “on-page” SEO
A. Once at the beginning of the title <title>
B. Once in the first header <h1>
C. Four to six times in the body of the page
D. Within the links to the page from other pages on your site.
Use the phrase in 4 places
1. Title: Once in the beginning
…and it’s the link in Google search results!
It appears above the address bar in your browser…
<title>Home</title> <title>Home</title>
2. Header: once, anywhere
3. Body: 4 - 6 Times
Don’t be too aggressive!
This stuff works…
Internal Linking
Internal LinkingOpportunities!
How Links Work in GoogleLink Popularity = Authority = Rankings
links are credibility
more links = more credibility
links from credible sites =much more credibility
many outgoing links =less credibility per link
It’s good when the link textIncludes the target keyword.
but if all the links include thetarget keyword, that’s bad.
Link Popularity / Domain Authority
20 40 60 80Domain Authority
Com
petiti
vene
ss
#unfair
#winning
TEXTSearch-friendly pages, long-form posts, articles
VISUAL CONTENTText plus Infographics, Slideshare, diagrams and memes
MOTION & AUDIOText plus video and podcasts
Formats
Creators
CREATED BY YOU
CO-CREATED WITH INFLUENCERS
source: Lee Odden
source: Lee Odden
YOUR SITE
OTHER SITES
Locations
The Joys of Guest Bloggingaka “bylined articles”
Blogging vs. Guest Blogging
Content = 2Links = 0Friends = 0
Content = 3Links = 1Friends = 2
Round Two…
(better links + real connections)
Content = 4Links = 0Friends = 0
Content = 6Links = 2Friends = 4
Round Four…
Nice blog, but… This is what great content marketing looks like.
GUEST POSTS
MY BLOG
←
←
→
If you’re not making friends,you’re doing it wrong.
Great bloggerspublish…
1. Related Topics2. Variety of Keyphrases3. Many Formats4. With Relevant Collaborators5. Lots of Locations
The Unified Theory of Content Performance questions. Optimization answers.
Link Link, Nudge Nudge!
Your Pages.Your Funnel.
source: Lead Generation Best Practices
Where there’s traffic, there’s hope...
Bottom Line.
Andy Crestodina@crestodina
orbitmedia.com/blog
Thank you!
Subsequent ConversionsAnything else I can do for you?
But wait! There’s more…
Subsequent Conversions…
